How to talk about Macquarie Park Innovation District

How to talk about Macquarie Park innovation district A narrative framework

2

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

FORE WORD Optus is one of Australia’s most recognised brands, and we’re working hard to become Australia’s most loved brand.

When we consider how we interact with our customers, our position “it starts with Yes” has been at the forefront of our thinking for 30 years.

As a member of Connect Macquarie Park Innovation District and the wider Macquarie Park community, it was interesting to explore this idea on a district scale. How do Macquarie Park’s end users – employees, employers, students, residents, visitors – think and feel about Macquarie Park? How could the way we talk about Macquarie Park inform those perceptions? And how might we highlight the many strengths and opportunities of our area in a consistent and cohesive way?

Optus is proud to have sponsored the creation of this narrative framework for the benefit of our innovation district community.

Optus thrives in Macquarie Park. We hope this narrative framework will help more people and organisations to do so too.

Melissa Hopkins Vice President, Marketing Optus

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

3

INTRODUC TION Macquarie Park is Australia’s original innovation district — first

conceived in the 1960s as a purpose-built precinct where business and industry would cluster around research.

Today, Macquarie Park is a success story on the cusp of further transformational change. Widespread urban regeneration and more local residents, more students and more employees are planned for our area.

Purpose The way we all talk about Macquarie Park is increasingly important if we want our area to be seen as a destination of choice for talent, tenants, and strategic investment.

4

This narrative framework is designed to help simplify communications about Macquarie Park, and to help create consistency.

It was developed by an industryleading global creative agency, Re (part of the M&C Saatchi Group) with input from a local group of expert stakeholders:

Employer 2 Macquarie University

Local Government

Employer 1

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

Creative Agency

Real Estate

The purpose of this narrative framework is to; ӱӱ

Articulate Macquarie Park’s strengths, and what makes it a world-class innovation district,

ӱӱ

Help create consistent and positive perceptions about Macquarie Park,

ӱӱ

Provide practical messages – backed by proof points – about Macquarie Park.

How to use this narrative framework This narrative framework has been designed to help you communicate with 4 key audiences: ӱӱ

ӱӱ

Talent; for use by employers, recruiters, and for B2B communications

ӱӱ

Tenants; for use by landowners, real estate, existing employers and those moving to the Park

ӱӱ

Local, State and Federal Government; for use by everyone to attract the attention of decision makers and agencies charged with running, supporting and planning Macquarie Park today and tomorrow.

Published open source by Connect Macquarie Park Innovation District, it is for use by everyone within our innovation district community.

“The way we all talk about Macquarie Park is increasingly important if we want our area to be seen as a destination of choice for talent, tenants, and strategic investment.”

Our overall position, value proposition and overarching messaging; for use by everyone

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

5

W HERE IS MACQUARIE PAR K INNOVATION DISTRIC T?

18km

from Sydney Airport

6

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

The heart of Sydney’s north

Mars Creek Macquarie University Kikkiya Creek Macquarie Centre Herring Road Christie Park Waterloo Road Shrimptons Creek M_Park Lane Cove Road Macquarie Exchange Lane Cove River

12km from the City of Sydney

Fontenoy Park Eden Gardens Lane Cove National Park Wicks Road Lachlan’s Line North Ryde Julius Avenue

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

7

A MESSAGING SYSTEM

POSITIONING, AND VALUE PROPOSITION The positioning is the most compelling, single thing we want people to think of when they think of Macquarie Park.

A value proposition is the reason why people choose to come to Macquarie Park.

Naturally there will be different

reasons depending on the individual and the need, but a value proposition for a place should capture both the

emotive and practical benefits on offer.

ESTABLISH THE PARK’S PRESENT DAY CREDENTIALS

POSITION THE PARK AS HAVING A FASCINATING PAST AND AN EXCITING FUTURE HIGHLIGHT THE SENSE OF COMMUNITY AND CONNECTIVITY CELEBRATE OUR ACHIEVEMENTS + UNVEIL THE UNKNOWN MAKE OUR GREENNESS OUR CONTRASTING SUPER POWER

8

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

“

POSITIONING “Macquarie Park , Sydney is a living culture of innovation” VALUE PROPOSITION “A place to thrive ”

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

9

A PLACE TO THRIVE

NARR ATIVE Our brand narrative is our story that captures who we are and what we are about.

Built on insights and intelligence gathered during the discovery process, it is an outline story which includes: ӱӱ

The truths we wish to convey,

ӱӱ

The promise we make to our audience,

ӱӱ

Emotional impact: the feelings we wish to inspire

bolster bonds with Macquarie Park as a place to thrive.

For example, you could use this narrative to help inspire employees to feel part of a bigger world within Macquarie Park, or to help attract a leading new employer to the area.

A guide to our inspiration

and new positioning

It’s not a script to follow slavishly, but should help provide guidance, foster enthusiasm and

A nod to our innovative past

What our space offers

Where we are heading and why The support we have to make it happen

10

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

Macquarie Park, Sydney is more than a space - we’re we’re aa living living culture culture of of innovation. innovation.

Our DNA is rooted in the decades of world changing ideas we’ve developed here And just like the national park that surrounds us – we’re constantly growing.

We’re the lungs of Sydney, the brains of a world class university, a highly collaborative and competitive spirit with a big GDP footprint.

As Australia’s original innovation district, Macquarie Park, Sydney is the heartbeat of a vibrant community where businesses, talent and new ideas thrive.

Thrive with room to breathe and grow where fresh thinkers can collaborate and create a better world.

Thrive together with innovators of every scale from startups to global corporations, with the best talent in telecoms, pharma, digital tech and education.

Thrive with ongoing support of business and government – working together to make our park a leading edge, connected and sustainable space.

When our community collaborates, innovates and creates, we can change the world around us, today and tomorrow.

Macquarie Park, Sydney. A place to thrive.

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

11

OVER ALL MESSAGING MATRIX This matrix provides an overview of the messages we’ve created to help guide future communication and assets.

It is designed to leverage our positioning, “a place to thrive”, and provide key messages and proof points suitable for 4 important audiences: ӱӱ

Overarching message – for use by everyone

ӱӱ

Talent: for use by employers, recruiters, and for B2B communications

12

ӱӱ

Tenants: for use by landowners, real estate, existing employers and those moving to the Park.

ӱӱ

Local, State and Federal Government: to attract the attention of decision makers and agencies charged with planning, building and supporting Macquarie Park.

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

The following pages go in to each of these audience’s messages in detail.

AUDIENCE

HEADLINE

PARAGRAPH

OVERARCHING

Live, work, thrive

“More and more of us are looking to live and work in a place where we can feel connected and surrounded by inspiration.”

• Sydney’s greenest CBD

“What if there was a place to work that was surrounded by greenery, shared by inspiring minds and full of opportunities.”

• Progressive career meets lifestyle balance

TALENT

TENANTS

GOVERNMENT

Where ideas grow and thinkers thrive

Shaping Australia is in our nature

Power Australia’s most innovative postcode

“Where business and research come together to share ideas, create opportunities and push each other further.”

“By helping to optimise our innovation district, you can help grow more jobs, create innovative workplaces, and advance the Australian economy”

PROOF POINTS • Australia’s most innovative postcode • Community of industry leaders • In Sydney’s global economic corridor

• Connected and easy to get to • Community of industry leaders • Extensively qualified community • World-class amenities • Sydney’s greenest CBD • Australia’s most innovative postcode • Community of industry leaders • In Sydney’s global economic corridor • A-grade, cutting edge, modern space • Easy to get to • Community of industry leaders • In Sydney’s global economic corridor • A space that’s thriving • A growing constituent population • A leading employment hub

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

13

IN DETAIL: OVERARCHING MESSAGING

LIVE , WORK , THRIVE “More and more of us are looking to live and work in a place

where we can feel connected and surrounded by inspiration.

A place where we can thrive.”

“Macquarie Park, Sydney is a proven paragon of success. A place where minds come together, for industry and research to work side-by-side.

Set within nature and constantly growing, we’re the lungs of Sydney, a highly collaborative and competitive spirit with a big GDP footprint – and we’re not done yet.

We’re the hub of world changing ideas and home of the trailblazers that spark them. More than just a space – we’re a living culture of innovation.”

14

PROOF POINTS ӱӱ

Sydney’s greenest CBD at the heart of Sydney’s north

ӱӱ

Australia’s most innovative postcode Where Wifi, Cochlear and Till were grown.

ӱӱ

Community of industry leaders Regional HQ of Fortune 500 companies, more than 200 SMEs plus 2 start-up incubators. Leaders in telecoms, pharma, digital tech and education call Macquarie Park, Sydney home.

ӱӱ

Part of Sydney’s global economic corridor $9.5 billion in economic output each year.

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

15

IN DETAIL: MESSAGING FOR TALENT

W HERE IDE AS GRO W AND THINKERS THRIVE “To achieve the work-life balance we want, we need more than just a

desk in an office. What if there was a place to work that was surrounded by greenery, shared by inspiring minds and full of opportunities to collaborate and grow with the people around you?”

“Welcome to Macquarie Park, Sydney. An innovation district connected by a world-leading university, surrounded by Lane Cove National Park. An easily accessible, modern CBD that’s home to industry leaders and world-changing ideas. A place for your lifestyle to flourish, for your ideas to grow, and for your career to thrive.”

16

PROOF POINTS ӱӱ

Progressive career meets lifestyle balance City-level career opportunities in Sydney’s greenest centre, the heart of the north, with easy access to surrounding suburbs.

ӱӱ

Connected and easy to get to 12km from the city, 18km from the airport, Metro to provide trips between Macquarie Park and city centre in under 20 minutes by 2024, 30 bus routes and three metro stations.

ӱӱ

Community of industry leaders Regional HQ of Fortune 500 companies, more than 200 SMEs plus 2 start-up incubators. Leading telecoms, pharma, digital tech and education organisations call Macquarie Park, Sydney home.

ӱӱ

Extensively qualified community Employees have a higher than average level of degree qualification.

ӱӱ

World-class amenities 360+ store shopping centre, cafes and bars, parks and open spaces. An accessible, green University campus plus walking and cycling tracks.

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

17

18

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

IN DETAIL: MESSAGING FOR TENANTS

SHAPING AUSTR ALIA IS IN OUR NATURE “Macquarie Park, Sydney is a thriving innovation hub. Connected by the world-leading university at its heart and driven by the future-shaping talent that call it home. A place where business and research come together to share ideas, create opportunities and push each other further.”

“Collaboration is in the DNA of the businesses that call Macquarie Park, Sydney home. It’s turned our research community into an anchor of Sydney’s economic corridor, created a community of leading employers, and helped us to become Australia’s most innovative postcode. By joining our community of innovators, you’re tapping into a new level of potential, where the talent and collaboration you need are waiting.”

PROOF POINTS ӱӱ

Sydney’s greenest CBD Over 1 million square metres of office space surrounded by Lane Cove National Park.

ӱӱ

Australia’s most innovative post code Wifi, Cochlear and Till all grew here.

ӱӱ

Community of industry leaders Regional HQ of Fortune 500 companies, more than 200 SMEs plus 2 start-up incubators. Leading telecoms, pharma, digital tech and education organisations call Macquarie Park, Sydney home. Recognised and supported by business and government.

ӱӱ

Part of Sydney’s global economic corridor $9.5 billion in economic output each year. Over $4 billion in private upgrades, development and investment underway.

ӱӱ

A-grade, cutting edge, modern spaces Future-ready workplaces suited to a thriving, collaborative community. Filled with world-class amenities with the room to scale and grow.

ӱӱ

Easy to get to - 12km from the city, 18km from the airport, Metro to provide trips between Macquarie Park and city centre in under 20 minutes by 2024, 0 bus routes and three metro stations.

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

19

IN DETAIL: MESSAGING FOR GOVERNMENT

PO W ER AUSTR ALIA’S MOST INNOVATIVE POSTCODE “Macquarie Park, Sydney has a proven track record in making a positive impact on the world by pioneering transformative technology such

as Wifi, Cochlear implants and Till payment systems – and we’re just

getting started. By helping to optimise our innovation district, you can help grow more jobs, create innovate workplaces, and advance the Australian economy.”

“Drive the growth of a community where business and research meet.

Build on the legacy created by a world-class university. Thrive in a hub of innovation and collaboration.

We can achieve our aims together, push our country further and reimagine the world around us for the better.”

20

PROOF POINTS ӱӱ

Community of industry leaders Regional HQ of Fortune 500 companies, more than 200 SMEs plus 2 start-up incubators. Leading telecoms, pharma, digital tech and education companies call Macquarie Park innovation district home.

ӱӱ

Part of Sydney’s global economic corridor Second highest GDP hub in NSW. Contributed $9.5 billion to the NSW economy in 2018.

ӱӱ

A space that’s thriving Upgrades of $4 billion in private investment underway.

Affordable space to grow. Over 1 million square metres of future-ready office space surrounded by greenery.

ӱӱ

A growing constituent population 11,071 local residents, plus 20% of total workforce and students vote in the local electorate.

ӱӱ

A leading employment hub Our progress will mean over 20,000 jobs and 7,000 new homes in our innovation district over the next 20 years, with multiple Metro stations making us more connected than ever.

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

21

MACQUARIE PARK BRAND LIBRARY

ILLUSTR ATING MACQUARIE PARK Connect MPID members have access to a library of images of our innovation district in action – contact us for access info@connectmpid.com.au Place examples

22

People examples

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

Productivity examples

HOW TO TALK ABOUT MACQUARIE PARK INNOVATION DISTRICT

23

Narrative framework sponsored by Optus Created by Re Part of the M&C Saatchi Group

OUR MEMBERS Connect MPID members include leading local employers, landowners and government agencies, with deep roots in our area’s growing network of start-ups, scale-ups and innovators.

As a unique and independent partnership, our aim is to create connections across our community. Visit connectmpid.com.au/about-us

Our Affiliates

1 Lyonpark Road, Macquarie Park NSW 2113 connectMPID.com.au